Now, I am all for craft beer tie-ins and promos. Game of Thrones beer? Sure. Beer Cheese? OK, fine. But it really does have to be tied to something equally craft driven. Which is why I can’t get behind this whole Carl’s Jr. Fish Sandwich collaboration with Redhook.
“Now you can have your beer and eat it, too. Carl’s Jr.® and Hardee’s® today announced a partnership with Seattle craft brewery Redhook® to bring the gastropub flavors of beer-battered cod to their menus. Featuring the distinctive flavor of Redhook’s ESB (Extra Special Bitter) ale, the Redhook Beer-Battered Cod Fish Sandwich is now available at Carl’s Jr. and Hardee’s restaurants.”
Even though it might bring beer awareness to a larger/different audience, I just wish they had partnered with say Chipotle or another chain of a bit higher pedigree. I mean, Rubios is advertising Stone beer. Sounds snobby and I know that everyone (myself included) has our guilty pleasures of processed foods. I just wish Redhook had aimed higher. (especially considering the male-centric sexist advertising that Carl’s specializes in)